BELSTAFF X GRENSON: THE MAKING OF
To launch a limited edition footwear collaboration between Belstaff and Grenson, we travelled to Grenson’s Northamptonshire factory to watch the boots being made. The film featured interviews with Grenson CEO and Creative Director Tim Little and the brand’s head of operations and walked through many of the 250 processes required to hand craft the boots. The focus of the collaboration was a joint commitment to craftsmanship, a shared military history and Britishness.
For this project, I was editorial and content lead, shaping storytelling, conducting interviews, building out storyboards and contributing to art direction.
BELSTAFF: OUR FIRST 100 YEARS
In celebration of Belstaff’s 100th anniversary, the editorial brief was to pay tribute to legacy whilst looking to what this means in the brand’s future. Centred on a creative concept titled THE MOMENTS THAT MADE US, we created a hero campaign film and a series of 9 vignettes with a cast of singular characters who embodied the brand in some way. We asked each of them to bring in memorabilia that spoke to this narrative, using treasured personal objects to tell a story about a moment in their life that has come to define who they are.
For this project, I was editorial and content lead, shaping storytelling, conducting interviews, building out storyboards and contributing to art direction.
HERO FILM
TALENT FILMS
BELSTAFF: OUR FIRST 100 YEARS – FACES OF STOKE
As part of Belstaff’s ‘OUR FIRST 100 YEARS’ campaign, we also hosted an exhibition in the brand’s original home of Stoke-on-Trent. As part of this exhibition, we created a short documentary film in one of the spaces at Gladstone Pottery Museum which celebrated some of the former factory workers and important figures in the community. They gave insights into their relationship with the brand and the region.
I was editorial and content lead across this project, from the film to the exhibition, conducting all interviews, contributing to art direction, assisting on curation and crafting all copy for exhibition collateral. You can take a 360 tour of the full archive exhibition below.
BELSTAFF: WORKING TYPES
For Belstaff’s Autumn/Winter 2024 campaign, we celebrated Britain’s service people – an homage to the uniforms that Belstaff once created for the military, the RAF, the AA and even milkmen in the 1950s and 60s. By spotlighting those performing these duties today, we reflected on the enduring importance of the people keeping the country running and Belstaff’s longstanding legacy.
These videos were part of a series of interviews created for social, for which I was editorial and content lead, conducting all interviews and leading on art direction.
BURBERRY OPEN SPACES
To launch the Autumn/Winter 2021 outerwear collection, I was the editorial lead throughout the creation ‘Burberry Open Spaces’, bringing to life an editorial concept built around ‘the freedom of our imaginations’. This campaign launched an innovative new lightweight gabardine material used in outerwear for the very first time.
ABOUT THE FILM
Our pioneering spirit has always been at our heart, with our founder Thomas Burberry inventing gabardine to help people explore. Today, we continue this spirit by celebrating our outerwear, blurring the lines between reality and fantasy.
A cast of four bold individuals embark on a journey of discovery, youthful and dreamlike, set amongst the natural beauty of the British countryside. They bound weightlessly through fields, defying gravity as they take flight – moving into new spaces beyond boundaries and expectations, discovering new horizons and possibilities.
As the film draws to a close, our cast come together magnetically, becoming one entity flying through the sky, united in their differences. A symbol of our interconnectedness with nature and each other. Dreams, nature and individuality become one.
BURBERRY HERO
To launch the first ever men’s fragrance under Chief Creative Officer Riccardo Tisci, I was the editorial lead throughout the creation of a short film starring Adam Driver. Driven by the strap line ‘A New Man’, the film is a story about personal transformation and the complex dualities of modern masculinity. We also created an interactive game for which I wrote and developed all UX copy.
ABOUT THE CAMPAIGN AND FRAGRANCE
Burberry introduces Hero, Riccardo Tisci’s first scent for Burberry. A new masculine spirit exploring the house codes of duality, contradiction and the power of the animal kingdom. Burberry’s vision of modern heroism is challenging the traditional stereotypes of masculinity and empowering man to transform. Featuring a positive and heroic lead, man and horse mirror each other in their movements, pushing their physical limits to transform into a mythical creature. A new man. A Hero.
Enigmatic and adventurous, Burberry Hero aftershave for men embraces duality: strength and subtlety, power and compassion, athleticism and creativity. Burberry Hero is an enthralling marriage of strength and freshness, signifying the modern man’s duality of power and sensibility. Fresh, luminous and bold, the scent is brightened with sparkling bergamot and invigorated with juniper and black pepper. Juniper, a classic British ingredient of the perfumer’s palette, brings a vibrant freshness to the scent, and is deepened by a trio of warm cedarwood oils from three distinct mountain ranges; Virginia’s Apalacian, the Atlas Mountains in Africa, and the Himalayas in Asia.
The Burberry Hero bottle is a modern reimagination of Burberry Fragrance by Riccardo Tisci, featuring the TB embossed monogram for the first time. Strong and modern, like the fragrance it carries. Its angular shape is an abstract reinterpretation of a horse’s hoof, engraved with the curved Burberry logo.
HUNTER PROTECT
For the 1st anniversary of Hunter’s environmental and community-based initiative ‘Hunter Protect’, I was the editorial lead throughout the creation of multiple short social-first films unpacking the brand’s pledges to do better and spotlighting some key sustainable materials.